October 31, 2024 • 17 mins
Getting it in under the wire this month! A little behind the scenes with my fluffy new studio intern and then getting into some words about making strategic investments in our creative businesses and how taking very calculated financial risks in our business can really pay off. Some things to think about over the next few months while you noodle around plans for 2025!
You can connect with the podcast on:
- Instagram at @andshelookedup
- YouTube
- Tik Tok at @AndSheLookedUp
For a list of all available episodes, please visit:
And She Looked Up Creative Hour Podcast
Each week The And She Looked Up Podcast sits down with inspiring Canadian women who create for a living. We talk about their creative journeys and their best business tips, as well as the creative and business mindset issues all creative entrepreneurs struggle with. This podcast is for Canadian artists, makers and creators who want to find a way to make a living doing what they love.
Your host, Melissa Hartfiel (@finelimedesigns), left a 20 year career in corporate retail and has been happily self-employed as a working creative since 2010. She's a graphic designer, writer and illustrator as well as the co-founder of a multi-six figure a year business in the digital content space. She resides just outside of Vancouver, BC.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hello everyone and welcome to the October edition
of our premium subscriberpodcast episodes and, as always,
thank you all so much forsupporting the podcast every
month.
It means so much.
I do truly appreciate it.
I'm cutting it close to thewire this month with the October
(00:23):
episode, but if you have beenfollowing along on Instagram or
you get our newsletter, then youknow we have a new intern in
the studio.
His name is Joey.
He's a very fluffy 12 week oldyellow lab puppy and he's chaos.
He's chaos and a fluffy ball.
(00:44):
So right now my studio haspuppy gates up against all
exposed areas so he can't get toanything on my lower shelves.
But he is growing like a weedand he is already big enough
(01:05):
that he can jump up on the gatesand get on to countertops and
things.
So that's a whole new era offun.
He's a really sweet dog, thoughhe's just full of beans and at
the shark stage and I'm notgetting much work right now
(01:25):
because it's just constantlychasing after him, taking things
out of his mouth withoutgetting too many flesh wounds in
the process, and I just this ismy first time raising a puppy
completely on my own and, gosh,it would be nice to have an
extra set of hands.
It's really hard to clean up amess with a puppy trying to help
(01:46):
you and nobody to kind ofremove them from the situation.
But he's a very lively littlefellow and I'm sure he'll make
his presence known on the showsooner than later.
He is blessedly sleeping rightnow on my feet, so I'm taking
this opportunity to catch up ona few things, which brings me to
(02:08):
this month's episode, becausewe are getting ready to head
into November and, as busy aseason as November is for most
of us who create for a living,we're also getting to the point
in the year where we start tothink a little bit about what we
want to do next year, and Ihave actually canceled all my
(02:29):
markets this year because ofJoey.
He's just too little to leavefor an entire day at this point
and so he's also not fullyvaccinated yet and so he can't
go to like puppy daycare or tofriends with other dogs or
anything like that.
So I have had focus on for nextyear and it's all got me to
(02:53):
thinking about how I want toinvest in my businesses next
year, both my handmade businessand my services business,
(03:18):
because I have both, and I thinkthis is something we don't
maybe think enough about,because it can sound a little
bit scary, taking money andinvesting it into something,
maybe even money that we don'thave.
(03:41):
I don't want to say that wedon't have it, because if you
don't have money to invest, youdon't have money to invest, and
I'm not encouraging anyone toconjure up money out of thin air
to borrow or anything like thatwhere it's not appropriate.
But I do think there is a timeand a place for calculated risks
(04:04):
in your business, and investingfinancially in your own
business is one of those risks.
So, from my perspective, I amsingle, so I am responsible for
all my bills.
I don't have a spouse or apartner that I can lean on a
(04:24):
little bit to help cover some ofthe costs or to the lost income
that I might not be bringing inand I know not everyone's in
that situation, but I know a lotof you are in that situation.
Or you're a single mom, or youare the breadwinner.
Think about taking a little bitof extra money and investing it
(04:52):
, but because of that, I'm alsonot in a position to not pay
myself, like I have to paymyself every month, because that
is how I pay my bills and Idon't have a choice, so there
has to be revenue coming in inorder to do that, and paying my
bills comes first beforeinvesting in my business.
But I think when you thinkcarefully about the direction
(05:15):
you want your business to go inand how you can get it there, I
think there is a place formaking calculated investment
risks in your business.
Now, to be clear, I am nottalking about hundreds of
thousands or tens of thousandsof dollars, or not even
necessarily thousands of dollars, but thinking very
strategically about what youcould do with some extra money
(05:37):
to invest in either growth orbuilding or brand recognition or
creating ease in your business.
I think there is a time and aplace every year for all of us
to sit down and think aboutthose things, and it always
reminds me of in my previousbusiness.
When we first started.
We knew that in order to growthe business, we were going to
(06:01):
have to get in front of morebrands and explain to them what
it is that we did and how we doit, and show them how we could
help them.
Most of the brands and the PRagencies that we wanted to work
with were based in Toronto andwe were based in Vancouver, so
getting those face-to-facemeetings when you're on the
(06:24):
other side of the country wasvery difficult.
So we made the calculated riskand it might not sound like a
big deal, but for us it was ahuge deal.
It was an awful lot of moneyfor us at that point to book a
one week trip to Toronto to tryand drum up that extra business.
(06:46):
And we knew that if we couldfinagle meetings with five or
six brands or agencies, thatwould give us a really good shot
to get in front of the clientsthat we needed to get in front
of.
And we knew that if we bookedone project it would pay for the
trip.
And when I'm talking aboutpaying for the trip, all it
(07:08):
needed to pay for was the returnairfare for two people and our
food.
We decided to stay with a friendof mine who lived in Etobicoke
at the time and was right on thestreetcar line, right at the
very end of the streetcar line,but the streetcar left right
from in front of his building,so we slept on his couch and his
(07:30):
floor for a week.
So we were not this was, wewere roughing it.
We took public transiteverywhere.
Google Maps and public transitwere our best friends and we
would take transit into the cityand we would go to our meetings
.
Before we went, we made sure wehad enough interest that we
could book those meetings thatwe needed to book.
We also picked the time of yearto make sure that the people we
(07:52):
needed to see would be in theoffice.
Going in the summer would havebeen a mistake, so instead we
went in the fall when people arein their offices busy working
and you know what.
I think it cost us in totalabout $2,000.
$2,000 we didn't really haveand it was a gamble, but it paid
off.
And it didn't just pay off.
(08:13):
In booking one gig, which wedid, we actually I think we
booked four, but thatface-to-face contact and seeing
those people in person paid offfor years to come.
I think the return oninvestment on that $2,000 was
well into the six figures.
(08:34):
It was life-changing for ourbusiness and I think the thing
that I'm trying to say here avery different business than a
handmade business, but notnecessarily for a services
business, for those of you whoare in creative services when I
say that we took a calculatedrisk.
We knew that this could pay offfor years to come.
We knew the value that theseparticular potential clients put
(08:58):
on those face-to-face meetings.
We knew that if we planned outin advance who we wanted to see
and we started forming thoserelationships before we booked
the trips, that it would make iteasier to get in front of those
people when we were in town.
It's not like we just flew toToronto and showed up or called
(09:20):
that day and said, hey, we'rehere, can we see you?
We didn't.
We started planning this wellin advance and we started
thinking it through to be asstrategic as possible, to make
this $2,000 strategic aspossible, to make this $2,000
provide us with a long-termgrowth plan and it paid off.
So I am not a particularlyrisky person when it comes to
(09:46):
money, but I am a pretty riskyperson when the risk is very
calculated and very strategic.
And that's the point I'm tryingto make with this and why I told
that story is that you need tosit down and really think ahead.
Maybe you are a maker and youwant to get your product in
stores or do more wholesale orwhatever the case may be, and
maybe that means sitting downand planning out a road trip to
(10:11):
visit some boutiques that youthink would be a great fit for
whatever it is that you make orcreate, and start planning that
road trip out when would you go?
Start researching the shopsthat might be a good fit.
Look outside of your local areaand think about who else in the
province or even out ofprovince might be a good fit, or
(10:34):
even out of country you could.
If you live close to the border, you could be looking at going
down to a few states and makingsome in-person calls.
If you're in the US, lookoutside your state.
Once you've identified some ofthose boutiques, start following
them on Instagram.
Start interacting with them onsocial media.
(10:55):
Start laying the groundwork sothat you can contact them
directly via email or whateveris their preferred method of
communication, which you'regoing to find out in your
research process.
Look on LinkedIn, use theinternet, do some googling
there's so many ways to findthese types of businesses that
(11:19):
might be interested in workingwith you and then start plotting
out a road trip.
Another great way that you cando this is look at the stats of
where you sell to.
Do you sell a lot of product toa particular area?
Do a lot of your customers come, like when you're, if you're
looking on your own website, youcan see where people are
visiting your website from.
Is that an area that you mightwant to put on your potential
(11:43):
road trip to go out and meetpotential wholesale accounts?
And think of how you canapproach those wholesale
accounts and let them know like25% of my online traffic comes
from your area already.
Wouldn't it be great if theydidn't have to, if they could
come into your store instead, doall of that kind of research
and then start plotting out andstart reaching out and letting
(12:07):
them know that you're going tobe doing a road trip to meet
potential wholesale accounts orexisting wholesale accounts and
you would love to book anappointment to visit them and
then do it.
You can plan a road triprelatively inexpensively and,
again, if it's a strategic andyou're able to book several
(12:29):
wholesale accounts on that tripand they become recurring
wholesale accounts, think aboutthe projected revenue that you
could bring in from that type oftrip.
So that's just one wayprojected revenue that you could
bring in from that type of trip.
So that's just one way.
Another way that you might beinvesting in yourself is
thinking about a new piece ofequipment.
Is there a piece of equipmentin your studio, or a product or
(12:49):
something that could really makeit easier for you to produce
more or better quality, so thatyou could potentially raise your
prices to do things faster.
Those are all valid ways toinvest to eventually save money
(13:10):
over the long term.
Another investment that youcould look at is bringing in
somebody to help you.
That you could look at isbringing in somebody to help you
and I've talked about thisbefore.
It could be.
It doesn't have to be anemployee per se, but perhaps it
is a freelancer or a contractorwho comes in to help you once or
(13:31):
twice a week with social mediaor helping you get your systems,
or maybe that is actuallysomething that could be.
A very good investment isinvesting in somebody who comes
into your business and helps youset up systems.
They are not somebody that youwork with long term.
They are somebody that comes in, looks at everything that you
do and shows you how you couldrefine things to make things
(13:54):
easier for yourself in the longrun, and what this can do is
help you buy back your time, sothat making that investment can
help you buy back time.
And time is precious and weknow that, and what you do with
that time is up to you.
It could be to spend with moremore time with family or friends
, but it could also be to buyback time so that you can spend
(14:18):
it making more strategicdecisions in your business.
I think sometimes, as creatives,this is stuff we don't think
about as much because what welove to do is create the thing.
But maybe that's the time youwant to buy back.
Maybe you want to buy back timeso you can do more of the
actual physical hands oncreating, because you've got
(14:39):
these systems running in thebackground that make it so easy
for you to fill your orders, getto the post office, respond to
queries, those types of things.
Maybe an investment is buildingyour own website this year.
Maybe you want to build a siteon Shopify or Squarespace or Wix
or one of those platforms, butyou're not particularly good at
(15:02):
that kind of thing.
Maybe this is the year that youinvest in yourself and hire
somebody to help you make a sitethat looks great and that is
optimized to convert browsersinto customers.
So that's what I wanted to talkabout this month is just the
idea of sitting down and takingthe time to think about where
(15:25):
you could make these investments, and maybe you're spending $100
, maybe you're spending $500,maybe it's $2,000.
But thinking about how thatcould pay off for you in the
coming year and in the comingyears plural but also laying the
(15:47):
groundwork so that when you dospend that money, it's worth it.
And that means doing yourresearch, planning things out,
thinking strategically.
So it's a different type ofmindset for a lot of us, but it
has the potential to reward youwith tremendous growth or with
(16:12):
ease in your business, or withbuying your time back or so many
ways, or buying your time backor so many ways.
So that is something I'm hopingthat all of you will think
about at some point over thenext two to three months as
you're doing your planning andplotting for 2025.
Can you believe we are 25 years,almost 25 years into this
(16:35):
century years, almost 25 yearsinto this century.
That is just wild, because itfeels like it was 2001, like
four or five years ago Crazy.
Anyway, that is it for thismonth, and I hope that you all
have a very successful sellingseason in November.
However, you are getting outthere to sell, whether you are
(16:58):
emailing people, whether you aregoing to markets, whether it is
on your website or on Etsy orhowever.
It is that you sell what it isthat you create.
So, as always, thank you all somuch for your ongoing support.
It means so much to me and I'mlooking forward to talking to
you all in November.
(17:19):
In the meantime, have a greatmonth.
Hello everyone and welcome to the October edition
of our premium subscriberpodcast episodes and, as always,
thank you all so much forsupporting the podcast every
month.
It means so much.
I do truly appreciate it.
I'm cutting it close to thewire this month with the October
(00:23):
episode, but if you have beenfollowing along on Instagram or
you get our newsletter, then youknow we have a new intern in
the studio.
His name is Joey.
He's a very fluffy 12 week oldyellow lab puppy and he's chaos.
He's chaos and a fluffy ball.
(00:44):
So right now my studio haspuppy gates up against all
exposed areas so he can't get toanything on my lower shelves.
But he is growing like a weedand he is already big enough
(01:05):
that he can jump up on the gatesand get on to countertops and
things.
So that's a whole new era offun.
He's a really sweet dog, thoughhe's just full of beans and at
the shark stage and I'm notgetting much work right now
(01:25):
because it's just constantlychasing after him, taking things
out of his mouth withoutgetting too many flesh wounds in
the process, and I just this ismy first time raising a puppy
completely on my own and, gosh,it would be nice to have an
extra set of hands.
It's really hard to clean up amess with a puppy trying to help
(01:46):
you and nobody to kind ofremove them from the situation.
But he's a very lively littlefellow and I'm sure he'll make
his presence known on the showsooner than later.
He is blessedly sleeping rightnow on my feet, so I'm taking
this opportunity to catch up ona few things, which brings me to
(02:08):
this month's episode, becausewe are getting ready to head
into November and, as busy aseason as November is for most
of us who create for a living,we're also getting to the point
in the year where we start tothink a little bit about what we
want to do next year, and Ihave actually canceled all my
(02:29):
markets this year because ofJoey.
He's just too little to leavefor an entire day at this point
and so he's also not fullyvaccinated yet and so he can't
go to like puppy daycare or tofriends with other dogs or
anything like that.
So I have had focus on for nextyear and it's all got me to
(02:53):
thinking about how I want toinvest in my businesses next
year, both my handmade businessand my services business,
(03:18):
because I have both, and I thinkthis is something we don't
maybe think enough about,because it can sound a little
bit scary, taking money andinvesting it into something,
maybe even money that we don'thave.
(03:41):
I don't want to say that wedon't have it, because if you
don't have money to invest, youdon't have money to invest, and
I'm not encouraging anyone toconjure up money out of thin air
to borrow or anything like thatwhere it's not appropriate.
But I do think there is a timeand a place for calculated risks
(04:04):
in your business, and investingfinancially in your own
business is one of those risks.
So, from my perspective, I amsingle, so I am responsible for
all my bills.
I don't have a spouse or apartner that I can lean on a
(04:24):
little bit to help cover some ofthe costs or to the lost income
that I might not be bringing inand I know not everyone's in
that situation, but I know a lotof you are in that situation.
Or you're a single mom, or youare the breadwinner.
Think about taking a little bitof extra money and investing it
(04:52):
, but because of that, I'm alsonot in a position to not pay
myself, like I have to paymyself every month, because that
is how I pay my bills and Idon't have a choice, so there
has to be revenue coming in inorder to do that, and paying my
bills comes first beforeinvesting in my business.
But I think when you thinkcarefully about the direction
(05:15):
you want your business to go inand how you can get it there, I
think there is a place formaking calculated investment
risks in your business.
Now, to be clear, I am nottalking about hundreds of
thousands or tens of thousandsof dollars, or not even
necessarily thousands of dollars, but thinking very
strategically about what youcould do with some extra money
(05:37):
to invest in either growth orbuilding or brand recognition or
creating ease in your business.
I think there is a time and aplace every year for all of us
to sit down and think aboutthose things, and it always
reminds me of in my previousbusiness.
When we first started.
We knew that in order to growthe business, we were going to
(06:01):
have to get in front of morebrands and explain to them what
it is that we did and how we doit, and show them how we could
help them.
Most of the brands and the PRagencies that we wanted to work
with were based in Toronto andwe were based in Vancouver, so
getting those face-to-facemeetings when you're on the
(06:24):
other side of the country wasvery difficult.
So we made the calculated riskand it might not sound like a
big deal, but for us it was ahuge deal.
It was an awful lot of moneyfor us at that point to book a
one week trip to Toronto to tryand drum up that extra business.
(06:46):
And we knew that if we couldfinagle meetings with five or
six brands or agencies, thatwould give us a really good shot
to get in front of the clientsthat we needed to get in front
of.
And we knew that if we bookedone project it would pay for the
trip.
And when I'm talking aboutpaying for the trip, all it
(07:08):
needed to pay for was the returnairfare for two people and our
food.
We decided to stay with a friendof mine who lived in Etobicoke
at the time and was right on thestreetcar line, right at the
very end of the streetcar line,but the streetcar left right
from in front of his building,so we slept on his couch and his
(07:30):
floor for a week.
So we were not this was, wewere roughing it.
We took public transiteverywhere.
Google Maps and public transitwere our best friends and we
would take transit into the cityand we would go to our meetings
.
Before we went, we made sure wehad enough interest that we
could book those meetings thatwe needed to book.
We also picked the time of yearto make sure that the people we
(07:52):
needed to see would be in theoffice.
Going in the summer would havebeen a mistake, so instead we
went in the fall when people arein their offices busy working
and you know what.
I think it cost us in totalabout $2,000.
$2,000 we didn't really haveand it was a gamble, but it paid
off.
And it didn't just pay off.
(08:13):
In booking one gig, which wedid, we actually I think we
booked four, but thatface-to-face contact and seeing
those people in person paid offfor years to come.
I think the return oninvestment on that $2,000 was
well into the six figures.
(08:34):
It was life-changing for ourbusiness and I think the thing
that I'm trying to say here avery different business than a
handmade business, but notnecessarily for a services
business, for those of you whoare in creative services when I
say that we took a calculatedrisk.
We knew that this could pay offfor years to come.
We knew the value that theseparticular potential clients put
(08:58):
on those face-to-face meetings.
We knew that if we planned outin advance who we wanted to see
and we started forming thoserelationships before we booked
the trips, that it would make iteasier to get in front of those
people when we were in town.
It's not like we just flew toToronto and showed up or called
(09:20):
that day and said, hey, we'rehere, can we see you?
We didn't.
We started planning this wellin advance and we started
thinking it through to be asstrategic as possible, to make
this $2,000 strategic aspossible, to make this $2,000
provide us with a long-termgrowth plan and it paid off.
So I am not a particularlyrisky person when it comes to
(09:46):
money, but I am a pretty riskyperson when the risk is very
calculated and very strategic.
And that's the point I'm tryingto make with this and why I told
that story is that you need tosit down and really think ahead.
Maybe you are a maker and youwant to get your product in
stores or do more wholesale orwhatever the case may be, and
maybe that means sitting downand planning out a road trip to
(10:11):
visit some boutiques that youthink would be a great fit for
whatever it is that you make orcreate, and start planning that
road trip out when would you go?
Start researching the shopsthat might be a good fit.
Look outside of your local areaand think about who else in the
province or even out ofprovince might be a good fit, or
(10:34):
even out of country you could.
If you live close to the border, you could be looking at going
down to a few states and makingsome in-person calls.
If you're in the US, lookoutside your state.
Once you've identified some ofthose boutiques, start following
them on Instagram.
Start interacting with them onsocial media.
(10:55):
Start laying the groundwork sothat you can contact them
directly via email or whateveris their preferred method of
communication, which you'regoing to find out in your
research process.
Look on LinkedIn, use theinternet, do some googling
there's so many ways to findthese types of businesses that
(11:19):
might be interested in workingwith you and then start plotting
out a road trip.
Another great way that you cando this is look at the stats of
where you sell to.
Do you sell a lot of product toa particular area?
Do a lot of your customers come, like when you're, if you're
looking on your own website, youcan see where people are
visiting your website from.
Is that an area that you mightwant to put on your potential
(11:43):
road trip to go out and meetpotential wholesale accounts?
And think of how you canapproach those wholesale
accounts and let them know like25% of my online traffic comes
from your area already.
Wouldn't it be great if theydidn't have to, if they could
come into your store instead, doall of that kind of research
and then start plotting out andstart reaching out and letting
(12:07):
them know that you're going tobe doing a road trip to meet
potential wholesale accounts orexisting wholesale accounts and
you would love to book anappointment to visit them and
then do it.
You can plan a road triprelatively inexpensively and,
again, if it's a strategic andyou're able to book several
(12:29):
wholesale accounts on that tripand they become recurring
wholesale accounts, think aboutthe projected revenue that you
could bring in from that type oftrip.
So that's just one wayprojected revenue that you could
bring in from that type of trip.
So that's just one way.
Another way that you might beinvesting in yourself is
thinking about a new piece ofequipment.
Is there a piece of equipmentin your studio, or a product or
(12:49):
something that could really makeit easier for you to produce
more or better quality, so thatyou could potentially raise your
prices to do things faster.
Those are all valid ways toinvest to eventually save money
(13:10):
over the long term.
Another investment that youcould look at is bringing in
somebody to help you.
That you could look at isbringing in somebody to help you
and I've talked about thisbefore.
It could be.
It doesn't have to be anemployee per se, but perhaps it
is a freelancer or a contractorwho comes in to help you once or
(13:31):
twice a week with social mediaor helping you get your systems,
or maybe that is actuallysomething that could be.
A very good investment isinvesting in somebody who comes
into your business and helps youset up systems.
They are not somebody that youwork with long term.
They are somebody that comes in, looks at everything that you
do and shows you how you couldrefine things to make things
(13:54):
easier for yourself in the longrun, and what this can do is
help you buy back your time, sothat making that investment can
help you buy back time.
And time is precious and weknow that, and what you do with
that time is up to you.
It could be to spend with moremore time with family or friends
, but it could also be to buyback time so that you can spend
(14:18):
it making more strategicdecisions in your business.
I think sometimes, as creatives,this is stuff we don't think
about as much because what welove to do is create the thing.
But maybe that's the time youwant to buy back.
Maybe you want to buy back timeso you can do more of the
actual physical hands oncreating, because you've got
(14:39):
these systems running in thebackground that make it so easy
for you to fill your orders, getto the post office, respond to
queries, those types of things.
Maybe an investment is buildingyour own website this year.
Maybe you want to build a siteon Shopify or Squarespace or Wix
or one of those platforms, butyou're not particularly good at
(15:02):
that kind of thing.
Maybe this is the year that youinvest in yourself and hire
somebody to help you make a sitethat looks great and that is
optimized to convert browsersinto customers.
So that's what I wanted to talkabout this month is just the
idea of sitting down and takingthe time to think about where
(15:25):
you could make these investments, and maybe you're spending $100
, maybe you're spending $500,maybe it's $2,000.
But thinking about how thatcould pay off for you in the
coming year and in the comingyears plural but also laying the
(15:47):
groundwork so that when you dospend that money, it's worth it.
And that means doing yourresearch, planning things out,
thinking strategically.
So it's a different type ofmindset for a lot of us, but it
has the potential to reward youwith tremendous growth or with
(16:12):
ease in your business, or withbuying your time back or so many
ways, or buying your time backor so many ways.
So that is something I'm hopingthat all of you will think
about at some point over thenext two to three months as
you're doing your planning andplotting for 2025.
Can you believe we are 25 years,almost 25 years into this
(16:35):
century years, almost 25 yearsinto this century.
That is just wild, because itfeels like it was 2001, like
four or five years ago Crazy.
Anyway, that is it for thismonth, and I hope that you all
have a very successful sellingseason in November.
However, you are getting outthere to sell, whether you are
(16:58):
emailing people, whether you aregoing to markets, whether it is
on your website or on Etsy orhowever.
It is that you sell what it isthat you create.
So, as always, thank you all somuch for your ongoing support.
It means so much to me and I'mlooking forward to talking to
you all in November.
(17:19):
In the meantime, have a greatmonth.
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